Public Relations Professionals - What should they look like in the future?

The media world has undergone enormous changes in recent years. Digital has completely altered the communication paradigm we used to know. Public relations professionals must therefore be able to adapt to this new reality and expand your skills.

Firstly, developing marketing skills is increasingly becoming an obligation rather than an option. The fusion between earned, paid and owned media helps explain why this is necessary. In the case of marketing, the paid media is especially important as it allows us to reach other types of audiences and, above all, to select audiences that our brand considers essential to reach.

Another feature that will certainly be important is the improvement of skills when it comes to capturing and editing video. Today, communication has a huge visual aspect. Social networks have further boosted this trend. The data shows that, in the case of websites, the use of video in landing pages increases their effectiveness by 80%.

Finally, the ability to read and interpret the countless data we are provided with today is one of the critical success factors. It's extremely important to be able to explain to a client why a particular campaign worked or didn't work. Data is the best solution.

In the future, a public relations professional must combine all these characteristics and be able to adapt to a sector of activity that is undergoing tremendous change.